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Airlines want to be seen to be offering their customers the best value, whilst at the same time doing their utmost to ensure they maximise revenue.

Known as airline revenue management, airlines are refining the art of being able to adjust fares dynamically in real time while using increasingly sharpened software that considers the performances of its routes and services around the world.

Price setting for tour operators requires a strong mix of marketing strategy and financial analysis. The people, accommodation and components that make up the experience/holiday you provide can be incredibly diverse and pricing strategies often evolve as a tour operator develops its brand and market share.

Almost half of the 65 million trips taken abroad each year by UK citizens are "package holidays" - where the consumer buys a complete package of accommodation, flight and connections for a single price. It’s a highly competitive market with a small number of large tour operators wrestling hard for market share.